Today’s consumers are increasingly interested in the origins of their food, including how it was produced and the journey it takes from farm to table. To meet this demand, manufacturers are enhancing their traceability capabilities and developing technologies that provide consumers with clear insights into the source of their food. Traceability has emerged as a key focus for both consumers and manufacturers, serving as a crucial measure to track a product’s history and location through documented identification.
Recent studies have indicated that the food traceability market could reach a value of $14 billion by 2019. For instance, Hershey has joined the Grocery Manufacturers Association’s SmartLabel program, incorporating a smartphone-scannable barcode on its packaging. By scanning this code, consumers can access information about ingredients, nutritional value, and allergens associated with a product. Last month, Hershey partnered with Sourcemap to innovate its approach to food transparency. Sourcemap’s interactive mapping tool allows consumers to trace agricultural ingredients back to their origins. This platform provides insights into the sourcing of ingredients, including videos of peanut and almond farmers, as well as details about the cooperatives supported by Hershey in Côte d’Ivoire.
Deb Arcoleo, Hershey’s director of product transparency, emphasized the company’s commitment to providing detailed information about their products, including their production processes and ingredient content. Her interest in Sourcemap was sparked four years ago during a meeting at the Massachusetts Institute of Technology, leading to a pilot program this year featuring Hershey’s Milk Chocolate with Almonds and Reese’s Peanut Butter Cups. Consumers can now explore the stories behind the ingredients used in these products, from farming practices to sustainable sourcing initiatives, such as the harvesting of cocoa beans in Ghana or the almond groves in California’s Central Valley.
Should the pilot program prove successful, Hershey plans to expand this initiative to additional products. Arcoleo acknowledges that consumers are increasingly curious about what is in their food, and this transparency initiative caters to that desire. She noted that many food companies are beginning to share their sourcing stories more openly, and Hershey believes that this mapping tool provides a more engaging narrative than traditional articles or blog posts.
Similarly, Crunchies, a freeze-dried fruit company, recently launched a new traceability platform that allows consumers to discover the origins of the fruit in their Crunchies bags. CEO Scott Jacobson stated, “We control our products from the field all the way to the table,” highlighting the company’s commitment to transparency throughout its supply chain. However, conveying this information to consumers has proven more challenging than anticipated. Jacobson explained that due to the global nature of their supply chain, with strawberries sourced from multiple countries, they aimed to communicate their sourcing integrity effectively.
Crunchies introduced its traceability initiative at Natural Products Expo West, featuring a button on its website where consumers can enter a lot code to “find its fruit’s roots.” For example, a consumer purchasing freeze-dried beets can input the lot code to learn where those specific beets were cultivated. This initiative aims to differentiate Crunchies from competitors by fostering trust with consumers who often prefer smaller brands over larger global food companies.
Providing the transparency that consumers demand is just one advantage of a traceability program; manufacturers also leverage this information to enhance food safety. In cases of contamination, traceability technology enables quick identification of the source. Numerous companies are developing their own traceability solutions for the food industry. Arc-net is one such company utilizing blockchain technology to ensure secure exchanges and maintain a visible, decentralized database for all participants in the supply chain. CEO Kieran Kelly highlighted the importance of blockchain for brand protection, as it fosters transparency and authenticity in an often-untrustworthy environment.
Katie Moore, global industry manager for GE Digital’s food and beverage practice, noted that advancements in technology have significantly improved efficiency in traceability processes. Previously, product issues required isolation due to a lack of detailed visibility. However, with the advent of automation, sensors, and software, companies can now precisely trace the origins of their products, enhancing safety and confidence.
Ron Myers, executive VP at Linkfresh, a provider of ERP software for the fresh produce industry, remarked that while the sector may not typically be seen as a leader in technology adoption, there is a growing recognition of the importance of electronic data capture in traceability efforts. This increased awareness contributes to the overall safety of the food supply chain and supports the long-term viability and profitability of food companies.
Incorporating traceability into their practices not only helps manufacturers reassure consumers about their products but also enables them to address specific health concerns, such as those related to kidney stones and calcium citrate content. As consumers seek transparency in their food choices, the industry must continue to evolve and provide the information they desire.